Proper Twelve Irish whiskey will no longer use Conor McGregor's likeness after a jury found he assaulted Nikita Hand in Dublin in 2018.

Conor McGregor, the one-time king of the UFC and a man who transcended the octagon to become a global icon, finds himself facing a reckoning outside the cage. In the wake of a jury ruling finding him liable for a 2018 sexual assault, Proper Twelve, the Irish whiskey brand McGregor helped build, has cut ties with the fighter.

Musgrave — a retail conglomerate that includes UK and Irish brands SuperValu, Centra, Daybreak and Mace, among many others — issued a notice to store operators delisting all brands associated with McGregor, including McGregor's famed Proper No. Twelve Irish Whiskey and Forged Irish Stout beverages.

Proper No. Twelve Whiskey will not use Conor McGregor’s name or image after an assault verdict. Retailers are also removing his branded drinks.

Conor McGregor has been dropped as the face of Proper No. Twelve whiskey and from the Hitman video game, after being ordered to pay almost €250,000 to a woman who accused him of rape.

In the wake of a High Court jury's verdict finding Conor McGregor liable for the 2018 sexual assault of Nikita Hand, significant repercussions have unfolded for the former UFC champion's business ventures.

Conor McGregor and his bank account have taken a drastic hit in recent days. One question that leaves floating out […]